Physical Space
Visual Identity


Developing a takeout-oriented bakery from the ground up.

For: Brandcenter Student Project Fall 2020
8 weeks
Strategy, UX/UI, Visual Design, Experiential, Brand Identity
Tools: Figma, Photoshop, Illustrator, SketchUp
Team: Independent Study


Castella offers more than just cake. Castella offers experiences and solutions to unique problems in the bakery industry.

The Ask

Design a product and physical solution that directly addresses changing conditions in e-commerce. In particular, design a brand which has its core offering in the takeout space.

The Challenge

How can a brand that exists in a fairly saturated market stand out? How can design effectively improve aspects of the bakery shopping experience, especially with the new challenges that the pandemic has highlighted?

The Solution

A combination digital + physical solution that simplifies online ordering, with a physical space that is specifically designed to streamline takeout experience.


Food trends come and go, but in most cases the foods that stick around all develop a strong brand identity. There's a distinction between trends that fade and trends that stick and become part of a community food culture, and those that stick around not only elevate the culture but do it in a way where they improve upon a certain aspect of food culture. Tapping into my own Taiwanese-American heritage, I wanted to create a brand that not only tapped into this idea of long-lasting trends, but also bring a popular Asian treat to a new American market.

And, for those of you that don't know what Castella is, it's this delicious light sponge cake that can be combined with so many other ingredients.


The driving insight behind Castella's conception was the need for a product/category to transcend being a trend. The solution was actually pretty simple, summed up by the thesis statement:

"Castella offers more than just cake. Castella offers experiences and solutions to unique problems in the bakery industry."

A little more specifically, by not only doing the initial "trendy" food well, but by improving other aspects of core bakery business, Castella can establish itself as a unique brand among competitors.

The Audience

Figuring out who Castella was for, and developing the personas that this serves. Instead of focusing on different type of takeout users, the focus was on different kinds of foodies.

Part 01: Ordering Ahead

The takeout process can be confusing, and so the driving opportunity with the digital interface and physical space is to get rid of clutter and simplifying the process by making decisions for the user.

To do so, I wanted to map out the most important milestones of the user journey both digital and physical, and see how the overall process could be improved

Below, the flow chart illustrates the journey of bakery consumers from consideration to acquisition.

Through this, it was clear that certain touchpoints of the process would drive the design.

Recommendations are core

For first time users, the first question always asked is "what do you recommend?" And for experienced consumers, this is typically a secondary question, along with "what's new?". The focus on the home page is on getting users that information, so that they aren't left asking that question later or worse, regretting their purchase

Food aesthetic

A larger-than-needed product picture sells the cake/bread, as the largest selling point of buying baked goods is what it looks like, if you can't smell it.

Less clicks to log in

The most important parts to checking out are streamlined in order of importance. No additional ads, no "this pairs well", imparting a sense that the user already knows what they want.

Part 02: Picking Up In-Store

After ordering the food, you have to actually pick it up... and that's a whole ordeal in of itself. The biggest challenge people face is not knowing how and where they actually pick up their order.

The opportunity for baked goods is that it doesn't necessarily need fancy equipment or space, there just needs to be a designated pickup space. This means a potential store design could directly integrate takeout into the physical building to allow for ease of access.

The concept revolves around transparent shelves specifically built into the storefront, drawing inspiration from Amazon Go boxes that are easily accessible. The transparency is two fold:

1. Confirming contents of order
2. Being able to see what others have ordered for pickup

Visual Identity Framework

In determining what Castella looks like, the brand adheres to three specific principles:

1. Art of Precision

Baking is a precise science, with exact measurements and skills needed to craft delicious goods. Castella aims to inhabit the spirit of a Shokunin, one that strives to work its chosen craft to its utmost requirement with clarity.

2. No Sharp Corners in Cake

In almost a contradiction to precision, baked goods and foods are organic forms and geometries that do not precisely turn and grow. Baking is soft, round in nature and should be reflected as such.

3. Baking is Warm

Castella should be able to evoke this feeling of comfort and warmth. Baking is an art that contributes to the wellness and contentment of individuals, and should reflect the emotion brought through quality.

These three principles can be best shown in the logo, with:
- Rounded corners and edges
- Orthagonal, ninety-degree turns
- Sharp endings for continuity

The typography and color choices also reflect this brand ethos, echoing design choices made in the logo.


It was a very timely project, in that during a pandemic takeout orders have increased tenfold. This project was and incredibly applicable problem that I personally experience daily, and it was a great experience to take on such a problem that has real-world application, despite it being a student project.

A big thank you to Andrew LeVasseur, experience design head at Brandcenter for being a great resource for feedback and critique!